Irish Distillers refreshes Redbreast whiskey labels

Pernod Ricard-owned whiskey group Irish Distillers has refreshed the labels of its premium Redbreast whiskey to highlight its “endearing brand personality” and attract new consumers.

The bottles will now feature the Robin Redbreast, hand drawn by illustrator Denise Nestor, while tasting notes have also been included on the front label to “showcase the unique characteristics of each expression”, according to ID.

The new design will be released throughout 2019, with Redbreast 12 Year Old, Redbreast 15 Year Old and Redbreast Lustau available from July. New packaging will be introduced to Redbreast 21 Year Old and Redbreast 12 Cask Strength expressions from autumn 2019.

The bottles themselves will feature a raised tactile embossing, and the Redbreast 21 Year Old will also be sold in a wooden box “to reflect the premium nature of the product. ”

According to Irish Distillers’ archivists, the Redbreast bottle dates back to at least 1912, when Jameson Irish Whiskey entered into an agreement with the Gilbey’s Wines & Spirits Import Company to supply them with a new spirit from for maturation.

Brendan Buckley, ID’s marketing director, said: “Redbreast has gone from strength to strength to become the largest selling and most decorated single pot still Irish whiskey in the world. We are committed to investing in the success of Redbreast and are confident that the premium new design will do justice to the exceptional expression in each bottle to attract a new generation of whiskey drinkers.

“We look forward to Redbreast flying off the shelves around the world as the Irish whiskey renaissance continues.”

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